Carter Gregory on Latin Culture's Global Influence

As VP of A&R at Capitol Records, Carter Gregory has been at the forefront of the musical shift in Latin America — spotlighting artists and shaping moments that define today's sound. His appearance in Rawayana's "Veneka" music video and on stage during their Coachella 2025 set goes beyond a cameo; it reflects how deeply his presence resonates within the Latinx community.

"Latin American artists bring an emotional rawness and cultural depth that is so special. I think what sets them apart is how they infuse their music and visuals with so much history, identity, and a real sense of place. I often times feel that I am transported to Puerto Rico, Columbia, Mexico, Venezuela, etc. when listening to some of my favorite Latin artists due to the immense storytelling about their upbringing and hometowns. There's often this beautiful mix of pain and joy that comes through and it feels so real."

We caught up with Carter Gregory to dive into the rising influence of Latin America on the global stage.

How have you observed Latin American culture shaping global trends in music and fashion over the past decade?

In music, so many different Latin sub genres like reggaetón, dembow, and Latin trap have gone mainstream. Artists like Bad Bunny, J Balvin, Karol G, Feid, Rauw Alejandro, etc aren’t just on top of Latin charts — they’re dominating global playlists and collaborating with some of the biggest American and European acts. What’s so dope and impactful is that these types of artists often stay authentic to their roots — singing in Spanish, showcasing their culture — and they’re still moving global audiences. I think that speaks volumes about how the world is embracing Latin identity.

In fashion, we’re seeing a similar wave. I see so many Latinx designers and stylists blending streetwear with heritage. I love admiring the vibrant colors, indigenous patterns, and bold statements that reflect so much pride for one’s home region.

What distinguishes Latin American artists in their approach to creativity and storytelling compared to other regions?

Latin American artists bring an emotional rawness and cultural depth that is so special. I think what sets them apart is how they infuse their music and visuals with so much history, identity, and a real sense of place. I often times feel that I am transported to Puerto Rico, Columbia, Mexico, Venezuela, etc when listening to some of my favorite Latin artists due to the immense storytelling about their upbringing and hometowns. There’s often this beautiful mix of pain and joy that comes through and it feels so real.

Do you believe the global music industry is fully embracing the depth of talent emerging from Latin America, or is there still work to be done?

I think the global music industry is definitely paying more attention to Latin America — you can’t ignore the impact so many massive Latinx artists are having. Latin music is charting globally, breaking streaming records, and shifting what ‘mainstream’ even means. But I wouldn’t say the industry is fully embracing the depth of talent yet. There’s still a lot of untapped potential in the underground scenes, in emerging artists who don’t fit the current commercial mold or speak perfect English.

As someone constantly scouting talent, I see how much diversity there is and a lot of that still isn’t being properly represented or invested in. So yes, we’re seeing progress, but there’s still work to do! We need to give real support and exposure to emerging artists and not only the biggest names in Latin culture. But, that’s where Cartera and people like me come in — to help bridge that gap and push the culture forward. It's my favorite part of my job.

How do collaborations between Latin American artists and international acts influence the global music scene?

Collaborations between Latin American artists and international acts are reshaping the global sound. From and A&R perspective, these cross-cultural moments are breaking down language barriers and introducing audiences to new flows and stories they might not have experienced otherwise. When an artist from Latin America teams up with an artist from the U.S., Europe, or Africa, Asia, etc - it’s truly about blending worlds.

Can you share a pivotal moment in your career where Latin American culture had a significant impact on a project you were involved in?

I'm going to take off my A&R hat for a second and speak from Cartera’s perspective. A pivotal moment in my career was when I connected with Venezuela in a deeper, more personal way. Working closely with Rawayana for their “Veneka” music video and having Beto on Carter’s Cocktails was life-changing. Rawayana’s creativity, their message, and the way they bring Venezuelan culture into everything they do inspires me so much. They are such special artists.

How do you envision the role of Latin American culture evolving in the global entertainment industry over the next five years?

I see Latin American culture becoming even more central to the global entertainment industry. Currently, we’re in a time where the industry is finally recognizing the richness of Latin music, fashion, film, and storytelling.

Over the next five years, I think we’ll see Latin creatives become a driving creative force — not just being featured, but leading the narratives and owning the platforms.

Latin talent is going to keep expanding its reach — I think we’ll also see more fusion and collaboration across cultures. Latin American culture will help create totally new global aesthetics and sounds. The next five years are going to be very inspiring.

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